Articles
The creator economy magazineAnalyses of the European creator economy from primary sources. Pick a topic and read.
Almost four in five people in Europe follow a creator
Three in four Europeans follow at least one creator, and nearly half consume creator content every day. The market is growing 25% a year and is heading for €157 billion by 2032.
Steven.com wants to be the operating system of the creator economy
Steven Bartlett has stopped building a podcast company. With a $425 million valuation and more than a hundred staff, he is building something bigger: infrastructure for the whole creator economy. And he is betting on what AI cannot replace.
Hollywood is learning the logic of the creator economy
Hollywood is no longer the destination and is starting to catch up with a world it long ignored. Instead of looking for new talent, it connects with creators who already have an audience and a business, and adopts their way of working.
Most creators work for free
Only 4% of creators earn over $100,000 a year, and half earn less than $15,000. The top 10% take 62% of platform payouts, and the average creator waits six and a half months for their first dollar. Here is what the ones who make a living do differently.
Cannes opens its doors to creators
For the first time, Cannes is officially linking the film industry with the creator economy. Influencers bring audiences and capital, while traditional players hold curation and legitimacy, and their clash could reshape the whole industry.
Gen Z no longer reads the media. But it does use AI
The media industry is going through one of the biggest changes in a decade. Generative AI, audience fragmentation and the creator economy are rewriting how content is made, distributed and monetised. Traditional media are transforming rather than disappearing.
Live podcasts fill halls and change the rules of the game
In the first quarter of 2026, Czech podcasts recorded 88 live podcast events. Podcasts have become cultural events with their own economics.
The 11am newsletter launches the Král Miroslav podcast
Economists Petr Král and Miroslav Zámečník from the 11am newsletter are launching the podcast Král Miroslav. It covers economics, money and politics, explained clearly but without oversimplifying. The first episode airs on 2 April 2026.
Away from ads, back to the music
Evropa 2 was the first commercial radio station in Czechia and has kept its innovator position 36 years later. Now it is launching a new mobile app and, as the first Czech radio station, offers an ad-free listening option.
Investment is rising. Half of companies don’t measure ROI
Half of marketing leaders in Western Europe name measuring ROI as their biggest problem. 82% of brands also plan to increase budgets in 2026. That combination is not a paradox. It is an accurate picture of a market growing faster than it can explain its own results.
YouTube moves into the living room
In the US, YouTube recorded more viewing on TV screens than on mobile for the first time. The number of channels earning six-figure sums from TV viewing rose by more than 45% in a year. CEO Neal Mohan now calls creators the new stars and new studios.
One video, fifteen reels thanks to AI
Creators know one platform is not enough. Their audience is spread across TikTok, YouTube, Instagram and LinkedIn, but making content for each one takes enormous time. That is where AI repurposing comes in, turning one long video into dozens of short clips.